Solo Brand Designer | Illustrator | 1–2 Weeks
A new locksmith business, no history to lean on - just a name, a promise to customers, and a market full of established competitors to stand out against.
The Brief A friend was launching a locksmith business in Calgary and wanted an identity that could compete with established players like other companies while standing for something different: real accountability to customers, not just a quick fix. The goal was to become a recognized, trusted name across Calgary and the surrounding area, serving both residential and commercial clients across the broader Canadian market.
Core differentiators the brand needed to carry: high availability, years of experience, and transparency with customers.
Logo concepts
Before narrowing in on color, I explored a few different directions for the mark itself.
A combined "GZ" monogram was the first attempt - compact and modern, but too abstract on its own. A first-time customer scrolling past it wouldn't necessarily connect it to a locksmith.
Exploration - Color
I tested the mark across five colorways black, a muted grey, and navy to see which one best carried the tone the brand needed.
I tested the mark across five colorways black, a muted grey, and navy to see which one best carried the tone the brand needed.
Exploration - Message
The tagline went through several rounds before landing on its final form. Early directions like "The Modern Locksmith" and "Next Gen Locksmiths" were tested before arriving at "New Generation. Locked In." a line that plays on the company name itself while doing double duty as a locksmith pun.
The tagline went through several rounds before landing on its final form. Early directions like "The Modern Locksmith" and "Next Gen Locksmiths" were tested before arriving at "New Generation. Locked In." a line that plays on the company name itself while doing double duty as a locksmith pun.
Final Direction
Navy became the final choice. Locksmith calls tend to happen in stressful moments someone locked out of their house or car and Navy read as the most trustworthy and serious of the five options, which mattered more here than standing out visually.
Navy became the final choice. Locksmith calls tend to happen in stressful moments someone locked out of their house or car and Navy read as the most trustworthy and serious of the five options, which mattered more here than standing out visually.
Services the identity needs to cover
Residential: house lockouts, lock changes, repairs, rekeys, car lockouts, fresh installs, multi-point locks, high-security locks.
Commercial: lock changes, mechanical replacement, security bar installation, continuous hinges, high-security locks, door closers.
Residential: house lockouts, lock changes, repairs, rekeys, car lockouts, fresh installs, multi-point locks, high-security locks.
Commercial: lock changes, mechanical replacement, security bar installation, continuous hinges, high-security locks, door closers.
Conclusion
Gen Z Locksmith wasn't a personal exercise; there were two real business owners, Gil and Ziv, and a real market to compete in, not just a concept to explore. Working through the identity, from monogram to final mark, taught me how much weight a single symbol must carry when there's no reputation to lean on, and how a few honest rounds of back-and-forth with a client sharpen direction faster than working alone ever could.
Gen Z Locksmith wasn't a personal exercise; there were two real business owners, Gil and Ziv, and a real market to compete in, not just a concept to explore. Working through the identity, from monogram to final mark, taught me how much weight a single symbol must carry when there's no reputation to lean on, and how a few honest rounds of back-and-forth with a client sharpen direction faster than working alone ever could.
